The Semiotic Alliance

If you are not afraid to make your brand famous, then anything short of working with the Semiotic Alliance will be a miss. Greg and his team guided our understanding of present and future cultural contexts and how to navigate them to ensure brand success: bringing high intellect, genius insight and great ideas. Euphoria grew to number 1 and was Clavin Klein's most successul launch ever.  The architecture developed for cK is still in effect today, and many of the product ideas have been launched with great results - much to this team's involvement.

Global Marketing VP
Calvin Klein Fragrance

Calvin Klein's Euphoria

In 2004, things looked bleak for the Calvin Klein fragrance house. The glory days of Obsession and Eternity were over – and subsequent launches had fallen flat. We were brought in to create a concept that could save the iconic brand.

Getting to our answer – Euphoria – first involved deep immersion in Calvin Klein’s historic equities. We identified strong links between the brand’s emotional ambiguities and modernist aesthetic experiment.

Steeping ourselves in the modernist mood, we came up with the dark and double-edged concept of Euphoria: a walk on the wild side of feminine experience.

The fragrance – blended to express our concept – went on to become Calvin Klein’s best-seller. It dramatically turned around the fortunes of the ailing brand.

Because of Euphoria’s year-on-year success since 2004, we estimate (conservatively) to have delivered an incredible (and slightly silly-looking) ROI of 20,000% for our client.


If you are not afraid to make your brand famous, then anything short of working with the Semiotic Alliance will be a miss. Greg and his team guided our understanding of present and future cultural contexts and how to navigate them to ensure brand success: bringing high intellect, genius insight and great ideas. Euphoria grew to number 1 and was Clavin Klein's most successul launch ever.  The architecture developed for cK is still in effect today, and many of the product ideas have been launched with great results - much to this team's involvement.

Global Marketing VP
Calvin Klein Fragrance

About us

The Semiotic Alliance Ltd. is a unique consultancy offering analysis and inspiration for brand marketing and development.

Contact

The Semiotic Alliance Ltd. 
172 Court Lane
London SE21 7ED
United Kingdom
Phone +44 (0)20 8693 1413
Facsimile +44 (0)20 8693 1584
Email contact@semiotics.co.uk